1、Air Quality Devices - Marketing Research ProposalBackgroundAndatechisanAustraliancompanythatwasfoundedonthebasisofofferinglowcost,highqualitysafetyproductstoAustralians,includingairqualitydevices.Partneringwithover200businessesAustralia,NewZealandandworldwide,Andatechcontinuestoexpanditsrangeofhealt
2、handsafetyproducts.Andatechisinterestedinexpandingtheirrangeofairqualitydevicesandwouldliketodeviatefromthemedicalmarketandexplorenewsolutionstosolveairqualityfortheyoungergeneration.Thecompanywouldliketoknowifthereisademandfornewairqualitydevicesinthecurrentmarket.ResearchProblemTheresearchproblema
3、ddressedwillbesurroundingcommunicationinregardtowhetherornotuniversitystudentsunderstandwhatairqualitydevicesdoandhowtheycanbenefitthem.Andatechwishestogaininsightintohowbesttocommunicatetheproductsbenefitstothedesiredtargetmarket(youngpeople).Thereforetheappropriatecommunicationchannelandstrategyto
4、effectivelycommunicatethesebenefitstoyoungerpeopletoraiseawarenessoftheproductmustbeidentified.Andtrytofindthemosteffectivecommunicationstrategytomakesthestudentsandtheuniversityhasinterestsinthepurchaseoftheairqualitydevices.ResearchQuestionsTheresearchquestionswillbeasfollows.1.Havestudentswithint
5、heuniversitycommunityheardaboutairqualitydevices2.Douniversitystudentsunderstandthebenefitsofusingairqualitydevices3.Isthereademandfornewairqualityproductswithintheuniversitycommunity1.Whichcommunicationchannelwillraiseawarenessandgeneratethehighestcomsumerresponse(purchases)2.Whatarethekeybenefitso
6、ftheproductthatwillinducethetargetconsumerintopurchasing3.Whatcommunicationstrategywillbemostengagingforthetargetconsumer(younguniversitystudents)lIsthereanyairqualityproductwithintheuniversitycommunity(Ordostudentsknowifthereisanyairqualityproductwithintheuniversitycommunity.)lIsitnecessarytolHowca
7、nAndatechshowtheadvantagesoftheproductstotargetcustomersandcausethedesiretobytheproductsResearchObjectivesTheobjectivesoftheresearchundertakewillbetofirstly,identifywhetherstudentsareawareofairqualitydevices.Secondlytoassesswhetherstudentsunderstandhowtheycanuseanairqualitydevicetobenefitthem.Andfin
8、allytoinvestigatewhetherstudentsareconcernedaboutairquality.Theresearchobjectiveswillbetoobtainkeyfactorsintowhythetargetconsumerwillorwillnotusetheproduct.Whichcommunicationchannelwillbemosteffectiveincommunicatingtheproductsbenefitsaswellasthemostappropriatecommunicationstrategyforthedesiredchanne
9、l.Theobjectivesoftheresearchundertakewillbetofirstly,identifywhetherstudentsareawareofairqualitydevicesandwhetherthestudentsthinkitisnecessarytoinstallairqualitydevicesinstrumentwithintheschool.Secondlytoassesswhetherstudentsunderstandhowtheycanuseanairqualitydevicetobenefitthem.Finally,findingthemo
10、stthemosteffectivecommunicationstrategytomakesthestudentsanduniversitymakesureitisnecessarytobuyairqualitydevices.ResearchDesignTheresearchwillbeundertakenatDeakinUniversityinBurwoodandwillbeaquantitativestudytogatherthedatafromuniversitystudentsonthecampus.TheresearchwillbeundertakenatDeakinUnivers
11、ityinBurwoodandwillbeaquantitativesurveystudytogatherdatafromasampleof50universitystudents.ThedataobtainedwillbecodedthenapplicationsandanalysismodelssuchasSPSS,ANOVA,hypothesistestingandregressionmodelswillbeusedtoanalyseandinterpretthedata.Wewillalsobeusingqualitativedataandinterviewstudentsfromtheuniversitytogatheraninsightwhichwilldisplaymoreapersonalconnectiontoshowustheemotionsbehindtheindividualsanswers.Thiswillassistusingatheringabetterunderstandingofthereasonsastowhyuniversitystudentshaveansweredthewaytheydidinthesurvey.
